I am not sensing the mania that accompanied the iPhone 5 release last year. There has been very little activity asking for the new version. Perhaps the market perception is that this is not a significant change?

Not that much info has been leaked for the 5S iteration, most of the leaks have been the '5C' model. I don't see hype for the 5C though. We've had some people ask about the next iPhone, maybe people are wising up (highly unlikely though) or have understood Apples release schedule for products. I'm sure when the 5S and 5C are announced the hype will be up. Just a waiting game of when they can pre-order, we'll probably start getting harassed once they announce it on when they can pre-order.